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Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
Digital Convergence...Are You Ready?
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Digital Convergence...Are You Ready?

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Warren Raish's presentation to San Diego Interactive Day detailing Digital Convergence and the advancement of multi-channel marketing.

Warren Raish's presentation to San Diego Interactive Day detailing Digital Convergence and the advancement of multi-channel marketing.

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  • 1. Digital Convergence…Are You Ready? Warren Raisch Executive Vice President Digitaria Interactive 760-468-5018 wraisch@digitaria.com Share Interactive Day, use #IDSD on
  • 2. Top Three Messages!   All Marketing is now Social!   Mobile Devices are the new Marketing Aggregation & Activation Points!   To Survive & Thrive you must start and maintain Conversations with your customers across multiple channels & Devices Social Activate Your Marketing! #IDSD InteractiveDaySanDiego.com
  • 3. Today All Media is Social Marketing Social #IDSD InteractiveDaySanDiego.com
  • 4. What to Track? Social EMERGING METRICS Friending Followers Tweets & re-tweets Influencers #IDSD InteractiveDaySanDiego.com
  • 5. Essential Attributes for a CMO to be Successful #IDSD InteractiveDaySanDiego.com
  • 6. Level of Importance of Select Marketing Tactics to Achieve Company growth #IDSD InteractiveDaySanDiego.com
  • 7. Level of Importance of Select Marketing Tactics to Achieve Company growth #IDSD InteractiveDaySanDiego.com
  • 8. Cross-Marketing Shifts #IDSD InteractiveDaySanDiego.com
  • 9. Cross Marketing Shifts #IDSD InteractiveDaySanDiego.com
  • 10. Web Sites Still Top Priority! #IDSD InteractiveDaySanDiego.com
  • 11. Internet Impacts Entire Buying Cycle! #IDSD InteractiveDaySanDiego.com
  • 12. Interactive Marketing Trends
  • 13. Marketing Growth Areas
  • 14. Top Acquisition Strategies that will impact Cross- Channel Buying Behavior •  Search –  Consumers Research before Buying •  Display –  Brand Building and calls to action •  Mobile Apps & Marketing –  Apps ad Utility and or Entertainment that builds brand –  Mobile Marketing adds targeted, contextual outreach and location based calls to action. •  Social Marketing –  Build Trust –  Build Community –  Empower Influencers –  Promote Positive Ratings & reviews #IDSD InteractiveDaySanDiego.com
  • 15. 2010 Top Priorities #IDSD InteractiveDaySanDiego.com
  • 16. Acquisition is Critical! #IDSD InteractiveDaySanDiego.com
  • 17. Search is a critical component #IDSD InteractiveDaySanDiego.com
  • 18. Invisible Children Case Study #IDSD InteractiveDaySanDiego.com
  • 19. Integrated Mindset #IDSD InteractiveDaySanDiego.com
  • 20. Customer Loyalty Across Channels #IDSD InteractiveDaySanDiego.com
  • 21. Online drivers of offline sales #IDSD InteractiveDaySanDiego.com
  • 22. Invisible children Case Study
  • 23. Invisible Children “I Got Soul” Video #IDSD InteractiveDaySanDiego.com
  • 24. Invisible Children Story
  • 25. Invisible Children Story
  • 26. The Cross-Channel Results •  InvisibleChildren.com Case Study •  Cross-channel Marketing for a Cause •  Mobile (SMS Texting Campaign) •  Social (Facebook) •  Website (Video, Storytelling, Schools for Schools Program) •  Live Events •  First Campaign generated approx. 250,000 mobile phone number list •  80,000 students participated in the first SMS - text to participate live events around the U.S. •  Generated $1 million in donations in the first 90 days, over $10 million today and growing… •  Check out Invisiblechildren.com
  • 27. What Channel to Invest In? #IDSD InteractiveDaySanDiego.com
  • 28. Emerging Channels #IDSD InteractiveDaySanDiego.com
  • 29. We Use to call it Media Mix now it’s Cross Channel #IDSD InteractiveDaySanDiego.com
  • 30. It’s the Mix that Converts! #IDSD InteractiveDaySanDiego.com
  • 31. Two Important Developments •  A Move From a “Production Model” to a “Customer Model” Build & then sell to Listen and then build. •  The Number of Channels has multiplied as well as the Database technologies and personalization capabilities. #IDSD InteractiveDaySanDiego.com
  • 32. Two Critical Multi-Channel Marketing #IDSD InteractiveDaySanDiego.com
  • 33. Cross-Channel Strategies •  Develop Measurable Scoring Techniques •  Start with the most measurable then add more channels •  Encourage Customers to Add Profitable Channels- Cross-channel increases revenue •  Don’t let channels get into a Silo speak in a unified voice. •  Be active in channels where your customers already spend time #IDSD InteractiveDaySanDiego.com
  • 34. Measurable Channels #IDSD InteractiveDaySanDiego.com
  • 35. THE MOBILE OPPORTUNITY #IDSD InteractiveDaySanDiego.com
  • 36. Media Channel Effectiveness Forrester predicts that Social Media Will be the most effective Channel By 2011 followed by Search, Mobile And Online Video with a mix of some traditional (Direct Mail & Radio) Depending on your target audience Demo. #IDSD InteractiveDaySanDiego.com
  • 37. Consumer Research Mode According to Jupiter Research – 8 out of the top 10 resources used to research a purchase before buying are on the web, with your company web site being the leading starting point. #IDSD InteractiveDaySanDiego.com
  • 38. 24X7 Cross-Channel Mobile Devices •  Today no matter what channel you are engaged with a Mobile device is there with you 24X7. •  Mobile is becoming the ultimate Channel Aggregation point! •  Mobile Activate every channel you have and start the conversation! #IDSD InteractiveDaySanDiego.com
  • 39. Mobile is Mainstream and a “Necessity” for many
  • 40. Mobile Represents the opportunity to redefine direct Marketing!
  • 41. When you think Mobile don’t just think Phone – Mobile is a Multi- functional Device! #IDSD InteractiveDaySanDiego.com
  • 42. Mobile Marketing is Different From Web Marketing
  • 43. Key Mobile Activities By Age Group
  • 44. Texting is Cross-Generational but high in Teens
  • 45. The Texting Generation •  75 billion text messages are sent each month, and teens 13 to 17 are the biggest texters of all. They average 2,272 text messages a month, according to the Nielsen company—that’s almost 77 messages a day. So what is the impact on our kids? Kids Communicate Through Texts •  Texting is the #2 use of cellphones—after checking the time Kids send billions of texts every year—and it’s increasing
  • 46. Mobile Phones Are Replacing Home Land Lines
  • 47. Mobile is a Natural for Social
  • 48. Leading Social Platforms Go Mobile
  • 49. The Future of Retail •  Future Retail Shopping Demo •  Future Store Demo •  Future Store – Annimation Demo #IDSD InteractiveDaySanDiego.com
  • 50. Apple iAd vs. Google Ad Mob Model •  The “Traditional” thinking of advertising on Mobile has been to take the Online Display –Banner metaphor and transfer it to the smaller screen mobile format. Where you display and Ad, click the ad and be taken out of your mobile experience and delivered to a WAP enabled Web Page with more content. Google is in the process of acquiring AdMob which is the largest Mobile Ad Network operating under this model. Warren Raisch | 760-468-5018 |eMai: wraisch@gmail.com | Blog: ThinkConversation.com
  • 51. Apple iAd vs. Google Ad Mob Model •  Apple launched iAd which is a totally different concept which starts from the foundation of over a billion Mobile Apps downloaded with App developers looking for a way to monetize the app download phenomenon. •  With Apple iAd technology the Mobile App developers can build into their apps mobile advertising that is a part of the application and can delvier ad, entertainment, news, utilities, web services into the app staying contextual and never leaving the App experience!
  • 52. Mobile Ad Samples AdMob and iAD •  AdMob Mobile Ad Highlights •  Steve Jobs iAD Introduction & Sample Mobile Ad - Disney #IDSD InteractiveDaySanDiego.com
  • 53. So What Kind of Promotions can go Mobile?
  • 54. Ad Mob Announces Free Mobile Analytics Tool ! #IDSD InteractiveDaySanDiego.com
  • 55. Digitaria - ABC - Mobile APP Example for SoapNet App
  • 56. Digitaria – NBC Mobile App Examples: Top Chef App
  • 57. Digitaria - Best Western Mobile App - App Development Example Warren Raisch | 760-468-5018 |eMai: wraisch@gmail.com | Blog: ThinkConversation.com
  • 58. JC Penny Mobile SMS Campaign Example
  • 59. JC Penny Mobile SMS Campaign Example
  • 60. Mobile Campaigns
  • 61. All Marketing is Social #IDSD InteractiveDaySanDiego.com
  • 62. What Channels You Trust? #IDSD InteractiveDaySanDiego.com
  • 63. Most Effective Communication #IDSD InteractiveDaySanDiego.com
  • 64. Who’s Doing Social Marketing? #IDSD InteractiveDaySanDiego.com
  • 65. #IDSD InteractiveDaySanDiego.com
  • 66. #IDSD InteractiveDaySanDiego.com
  • 67. What to Measure? #IDSD InteractiveDaySanDiego.com
  • 68. Track Your Brand #IDSD InteractiveDaySanDiego.com
  • 69. Track Your Industry #IDSD InteractiveDaySanDiego.com
  • 70. Track Competitors #IDSD InteractiveDaySanDiego.com
  • 71. What to Say? #IDSD InteractiveDaySanDiego.com
  • 72. Track Engagement #IDSD InteractiveDaySanDiego.com
  • 73. Cross-Channel Market Trends #IDSD InteractiveDaySanDiego.com
  • 74. Business Challenges #IDSD InteractiveDaySanDiego.com
  • 75. Developing a Common Key #IDSD InteractiveDaySanDiego.com
  • 76. Bringing it all Together #IDSD InteractiveDaySanDiego.com
  • 77. Segmentation is Key #IDSD InteractiveDaySanDiego.com
  • 78. Optimize All Touch Points #IDSD InteractiveDaySanDiego.com
  • 79. #IDSD InteractiveDaySanDiego.com
  • 80. #IDSD InteractiveDaySanDiego.com
  • 81. What is the value of Social Media? #IDSD InteractiveDaySanDiego.com
  • 82. Generational Differences #IDSD InteractiveDaySanDiego.com
  • 83. Impact of Social #IDSD InteractiveDaySanDiego.com
  • 84. Social – Where to Engage #IDSD InteractiveDaySanDiego.com
  • 85. Measuring Cross Channel #IDSD InteractiveDaySanDiego.com
  • 86. The Measurement Challenge! #IDSD InteractiveDaySanDiego.com
  • 87. Which Campaign Get’s the Credit ? #IDSD InteractiveDaySanDiego.com
  • 88. ANALYSIS & OPTIMIZATION MULTI-CHANNEL ANALYSIS provides insight in to how each digital tactic contributes throughout the sales funnel, and ultimately shows us where our best ROI and ROAS is coming from . Expert analysts can take data from multiple sources and provide an actionable scorecard for executives. (also may include social data) DIGITARIA INC CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 89. Social Monitoring Tools #IDSD InteractiveDaySanDiego.com
  • 90. Where to Find Measurable ROI online? #IDSD InteractiveDaySanDiego.com
  • 91. Conversion is King ! #IDSD InteractiveDaySanDiego.com
  • 92. Where is the traffic coming from? #IDSD InteractiveDaySanDiego.com
  • 93. Where to Invest in Cross- Channel Marketing #IDSD InteractiveDaySanDiego.com
  • 94. Cross-Channel Measurement #IDSD InteractiveDaySanDiego.com
  • 95. Cross Channel Lifecycle Marketing #IDSD InteractiveDaySanDiego.com
  • 96. #IDSD InteractiveDaySanDiego.com
  • 97. Measuring Cross Channel #IDSD InteractiveDaySanDiego.com
  • 98. Online use to emulate offline now the trends have shifted… #IDSD InteractiveDaySanDiego.com
  • 99. Online influences Offline #IDSD InteractiveDaySanDiego.com
  • 100. Measuring Customers over Time #IDSD InteractiveDaySanDiego.com
  • 101. With Analytics You Can Measure Customer Behavior, Value of Transactions and Product Preference By Channel #IDSD InteractiveDaySanDiego.com
  • 102. Cross-Channel Analysis Tells The Holistic Story #IDSD InteractiveDaySanDiego.com
  • 103. Measuring Cross-Channels #IDSD InteractiveDaySanDiego.com
  • 104. Cross-Channel Segmentation #IDSD InteractiveDaySanDiego.com
  • 105. Multi-Channel Analytics Solutions #IDSD InteractiveDaySanDiego.com
  • 106. #IDSD InteractiveDaySanDiego.com
  • 107. Best Buy Case Study #IDSD InteractiveDaySanDiego.com
  • 108. SUMMARY   All Marketing is now Social!   Mobile Devices are the new Marketing Aggregation & Activation Points!   To Survive & Thrive you must start and maintain Conversations with your customers across multiple channels & Devices Social Activate Your Marketing! #IDSD InteractiveDaySanDiego.com
  • 109. THANK YOU Warren Raisch Executive Vice President Digitaria Interactive M: 760-468-5018 E: wraisch@digitaria.com #IDSD InteractiveDaySanDiego.com

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